Demand for jeans among domestic consumers was already in steep decline prior to the pandemic as many consumers opted for athleisure attire due to its versatility and increased comfort levels for both wearing at home and when out and about, while many women in Hong Kong tend to favour dresses, skirts and leggings over jeans. Furthermore, the climate in Hong Kong is becoming hotter, and this is also influencing fashion trends for skirts or shorts over trousers, although even in winter women in Hong Kong prefer a more feminine style, for example mixing skirts with boots.
Standard and premium jeans did not suffer to quite the same extent as economy and super premium jeans during the COVID-19 pandemic. A number of fast fashion brands lowered their presence in Hong Kong in 2020, with GAP closing four stores and Esprit closing its business in Hong Kong influencing the standard jeans, while Bossini, G2000 and a number of local brands also reduced the number of retailers.
Many brands invested heavily in expanding their digital presence and share across social media and e-commerce platforms during the COVID-19 pandemic, and players which expanded their online activities generally demonstrated greater resilience during the health crisis.
Jeans is set to record strong double-digit constant 2020 retail value growth throughout the early part of the forecast period, followed by good single-digit rates over the remainder of the period. However, actual constant 2020 retail value sales are not expected to exceed pre-pandemic levels until 2023, such was the devastation to sales by the COVID-19 pandemic and the measures taken to curb the infection rates in 2020.
Jeans brands and retailers may need to extend their product portfolios above and beyond jeans in order to suggest a lifestyle offer. Brands offering multiple apparel categories in denim tend to perform better than those which only focus on jeans.
The fashion trends in Hong Kong, China are largely driven by Japanese culture, and the previous trends towards ripped jeans and low-rise denim are no longer as popular in Japan, and Hong Kong, China is following this Japanese influence. More sportswear is being seen from Japanese brands such as fast fashion giant Uniqlo (Uniqlo Hong Kong) and GU (Fast Retailing Co), thus making sports-inspired apparel widely available and affordable to a wide range of consumers.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Jeans industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Jeans research and analysis database.
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